Open Intelligent Media Unit™ (Open IMU™). The leading display media technology

THIS IS OPEN LIMITED

WHY ADVERTISING DOESN’T WORK ON THE WEB

“ It is amazing how little most Web ads work at attracting clicks: they should recognize that they are one end of a hypertext link and that they have to create expectations as to the value of going to the other end of the link. Most often, these pages are highly disappointing and cause the user to back out immediately.”

“ This is why even click-through is a poor measure of the value of Web ads since it measures the alluring quality of your creative and not the ad's ability to deliver business or a brand experience.”

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Source: Jakob Nielsen's Alertbox, September 1, 1997

This document contains privileged and confidential information and may not be distributed or redistributed to any party without consent. Open Media Unit™, Open Media Port™ and Quietly Redefining Ad Space™ are trademarks or registered trademarks of This Is Open Limited. Copyright © 2012 This Is Open Limited. All rights reserved.


In 1994, hotwired.com ran the first banner ad for AT&T.

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Any guesses as to what the CTR was?


Today, msn.co.uk ran this banner ad for Lloyds TSB

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Avg CTR in UK today?


IMAGINE A WORLD…

“ Imagine an advertising world where ... spending on interactive, one-to-one

advertising formats surpasses traditional, one-to-many advertising vehicles, and a

significant share of ad space is sold through auctions and exchanges.

Advertisers know who viewed and acted on an ad, and pay based on real impact

rather than estimated “impressions.”

Consumers self-select which ads they watch and share preferred ads with peers.

User-generated advertising is as prevalent (and appealing) as agency-created spots.”

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Source: IBM Institute for Business Value, 2009



In 2008, we set out on an a journey to make online display advertising work.

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Our industry is fixated on how media is delivered. We believe the source of the problem lies in what is delivered.

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OPEN MEDIA UNIT™

D Y N A M I C S M A R T D I S T R I B U T E D L O C A L S O C I A L


QUIETLY

AD SPACE REDEFINING


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TAKE CONTENT

NOT USERS TO CONTENT DIRECTLY TO USERS


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TURN ADS INTO

CONTENT CHANNELS INTELLIGENT


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WILL NEVER

THE USER EXPERIENCE DISRUPT


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INDUSTRY LEADING

TIMES & RATES ENGAGEMENT


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RUN ANYWHERE WITH

ON FILE SIZE & NO TECHNICAL INTEGRATION

NO LIMITATIONS


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TRAFFIC ONCE &

OPTIMISE ON THE FLY DYNAMICALLY


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DELIVERING ON

THAT MATTER METRICS


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COMBINING

UNDER 1 CREATIVE BRAND & PERFORMANCE


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THE OLD APPROACH 18

•  Existing approaches to online display media segment format type by message objective •  This attitude has created a divide between BRAND display media and PERFORMANCE display media

•  Most online display media within the Auto vertical, for example, has been focused on PERFORMANCE display media – the lower funnel – delivering display media formats designed to disrupt the user’s online experience by driving them to a brand’s website for content delivery

•  This approach is proven to be ineffective at best

MULTIPLE, DISPARATE, DISCONNECTED CREATIVES…. UNIFIED BY DISRUPTION

Aided Brand Awareness

Online Ad Awareness

Message Association

Brand Favorability

Purchase Intent

UPPE

R FU

NNEL

LO

WER

FUNN

EL



•  The OPEN MEDIA UNIT transforms static, disruptive display media into intelligent content channels – that deliver directly to the user a non-interruptive content experience.

•  The OPEN MEDIA UNIT enables advertisers to deliver a content experience defined by an individual users position or journey within the funnel.

•  Users in the upper funnel can be delivered a content experience commensurate with Brand Awareness and Message Association

•  Users in the lower funnel can be delivered a content experience commensurate with Purchase Intent and Conversion.

•  The OPEN MEDIA UNIT delivers against both of these objectives - simultaneously – from 1 creative

•  Delivering the right content, to the right place, at the right time

THE RIGHT APPROACH 19

SINGLE CREATIVE SIMALTANEOULSY DELIVERY OF CONTEXTUAL CONTENT

– CONTENT EXPERIENCE DEFINED BY USERS POSITION IN FUNNEL


Online Ad Awareness

Message Association

Brand Favorability

Purchase Intent

UPPE

R FU

NNEL

LO

WER

FUNN

EL



OPEN MEDIA UNIT™ CONTENT EXPERIENCE BY FUNNEL POSITION 20

•  Dynamically deliver the right to the right place at the right time

•  The content experience is defined by the user’s funnel position

LEVERAGE BRAND COMMUNICATION ASSETS •  Videos / Live streaming / You Tube Content •  Photos •  Social feeds


Online Ad Awareness

Message Association DRIVE CONVERSION •  Videos / Live streaming / You Tube Content •  Photos •  Social feeds •  Articles •  Competitions / promos •  Games •  Finance information •  Download brochures •  Book a test drive •  Locate a deal •  Customise vehicle

Brand Favorability

Purchase Intent

UPPE

R FU

NNEL

LO

WER

FUNN

EL

LEVERAGE BRAND ENGAGEMENT ASSETS •  Videos / Live streaming / You Tube Content •  Photos •  Social feeds •  Registration •  Articles •  Competitions / promos •  Games



OPEN MEDIA UNIT™ CONTENT EXPERIENCE BY FUNNEL POSITION 21


Online Ad Awareness

Message Association

Brand Favorability

Purchase Intent

UPPE

R FU

NNEL

LO

WER

FUNN

EL

PHASE 1

PHASE 2

LEVERAGE BRAND COMMUNICATION ASSETS •  Videos / Live streaming / You Tube Content •  Photos •  Social feeds

DRIVE CONVERSION Added to existing content/functionality •  Videos / Live streaming / You Tube Content •  Photos •  Social feeds •  Articles •  Competitions / promos •  Games •  Finance information •  Download brochures •  Book a test drive •  Locate a deal •  Customise vehicle


LEVERAGE BRAND ENGAGEMENT ASSETS Added to existing content/functionality •  Videos / Live streaming / You Tube Content •  Photos •  Social feeds •  Articles •  Competitions / promos •  Games


OPEN MEDIA UNIT™ EXAMPLE FUNCTIONALITIES

LIVE EVENT PARTICIPATION UNLOCK ADDITIONAL CONTENT DRIVE USER ACTION

B2B THOUGHT LEADERSHIP

INCENTIVISE SHARING LIVE STREAM & CONTENT DOWNLOAD DRIVE SALES LIVE DATA / UTILITIES


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DRIVE FROM PAID TO OWNED MEDIA TO UNLOCK ADDITIONAL CONTENT PAID MEDIA INSTANCE

OWNED MEDIA INSTANCE

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LIVE EVENT PARTICIPATION LIVE VIDEO STREAM

LIVE SCORING APPLICATIION

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BRAND ENGAGEMENT TO TRIGGER PERFORMANCE RICH BRAND ENGAGEMENT

BOOK A TEST DRIVE

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AGGREGATE PUBLISHER BRANDED CONTENT – CROSS MEDIA DISTRIBUTION CNBC HOMEPAGE

ECONOMIST HOMEPAGE

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INCENTIVISE SHARING LOCATION-AWARE VIDEO PLAYER

MEDIA FIRST! VIRAL MECHANIC

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LIVE STREAM & DOWNLOAD CONTENT DOWNLOAD CONTENT

FILTER CONTENT

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BRAND ENGAGEMENT TO DRIVE SALES INTERACTIVE MAPS & VIDEOS

DRIVE TICKET SALES

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TIME SENSTIVE CONTENT EXPERIENCES - LIVE DATA LIVE MODE

LIVE CAR TELEMETRY – SPEEDO VIEW

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OPEN MEDIA PORT™ AUTOMATED CREATION / OPTIMISATION / DELIVERY 31

•  Built in JavaScript / HTML

•  Super light

•  Any ad format / size

•  Delivered to any device / screen

•  Dynamically managed & optimised



OPEN MEDIA UNIT™ INTELLIGENT CONTENT DELIVERY ACROSS SCREENS & DEVICES 32


DISPLAY MEDIA SOCIAL MEDIA WEB BROWERS MOBILE & TABLET BEYOND

DELIVER THE RIGHT CAMPAIGN ASSETS IN THE OPTIMUM FORMAT – WHENEVER AND WHEREVER …


CONTACT DETAILS

PAUL MARAVIGLIA

COMMERCIAL DIRECTOR

[email protected]

M +44 7919 397 740

T +44 20 7025 1323

JOSHUA REX

MANAGING DIRECTOR

[email protected]

M +44 7879 486 672

T +44 20 7025 1321

OPEN MEDIA TECHNOLOGIES

57 POLAND STREET SOHO, LONDON

W1F 7NW

+44 20 7025 1320

www.thisisopen.com

Open Intelligent Media Unit™ (Open IMU™). The leading display media technology

Technology

Transcript of Open Intelligent Media Unit™ (Open IMU™). The leading display media technology